Verdict: Business Class as usual - unfortunately.
Simple visuals are Smart's strong point. But although the phone is aimed at young trendsetters, the ad isn't. A pencil might be a universally-recognised symbol of brilliant creative behaviour, but chances are it's just a pretty lame metaphor. The transformation idea is really neat, if we were living in the enchanted era of airbrush wizardry some 20 years ago.To sharpen it up, focus on the difference between ready-made picture SMS's and self-made ones. It's unique, easy to understand and benefits driven. Verdict: The Nokia 3350 is mightier than the pen - a point lost in the ad.
in the dictionary. Vignettes of people crying, cheering, embracing etc with a famous soundtrack may give you goosebumps if you're freshly out of a decade-long coma. And if you were resurrected with your sense of irony intact you might cherish the fact that this campaign talks about the power of words, without ever tapping into that power. How about going back to basics? "You have many feelings. We have many phone lines".
Or maybe: "This ad isn't unique, but your friends and family are. Call them". Verdict: "Show me a brand new campaign
are powerful words too.
This Visa campaign is a visual delight - it's a mini movie full of details and humour. Surprising to find Visa the featured brand, but it feels relevant and rewarding. The only letdown is the cheesy dialogue (actually it's the waiter's monologue) at the end where the product is revealed. The director, obviously strong on action and visual exaggerations, struggles with the subtle parts. A suggestion is to end the TVC with dignity and cut out the fidgety babbling waiter. Let the hidden Dragon just leave her card and go. Verdict: The Crouching Winner of the lot.
This folksy and light-hearted Lee Kum Kee ad will probably go down well among the crowds on any given public transportation in Hong Kong. It's not very original. But what is it about bashing the friendliest people on Earth? It really sounds like: "now you can make good Thai food even if you're a stupid Thai". The chef should be anything but stupid and clumsy, if he's Thai. He should be fast, sophisticated and so fancy nobody is able to follow him. Keep the humour but add value to the proposition.
Verdict: Don't trade in your apron for a new tuxedo before the award ceremonies.
The SPCA print ad is clean and straightforward. But this is a print idea, which becomes apparent in the TVC and interactive. The TVC tries too hard to stick with the concept and won't surprise or shock you. The interactive tries so hard to keep to the idea, it loses it altogether.
The Tetris game will probably go down well with the Rubik's Cube nostalgia club, but apart from that it feels dated and contrived. If you must film the print, keep it simple and just show the noose hanging in the air, then in the end reveal it's a leash. Drop the dog and the man. Verdict: Adopt a stronger through-the-line idea.
Interested in having your campaigns reviewed? Send submissions to Alfred Hille in the form of trims, transparencies or video printouts for TVCs plus the TVC itself, and proofs for print ads and posters.
Please send all material to media, 28/F, Dorset House, 979 King's Road, Quarry Bay, Hong Kong.
